Case Study: MSL

Case Study

Meet MSL

MSL is a leading rebar detailing, fabrication, and installation service provider for commercial, industrial, and civil engineering projects in Southern California. 

Founded in 1994 as Martinez Steel Corporation in Ontario, California, the company now operates in four California markets. Their mission is to continue using technology to exceed the concrete reinforcement industry standards for safety, quality, and service.

MSL’s success is rooted in practicing traditional business values that treat employees, suppliers, partners, and customers like family. Their leadership team believes that always acting with courtesy, dignity, and respect preserves long-term relationships that help push their industry forward and bring success to all stakeholders.


Customized Rebranding and Digital Marketing Solutions in the Heavy Construction Industry

MSL’s Needs

Martinez Steel was acquired by new management and wanted a fresh start to reflect their latest product offerings, drive growth, and take a leadership position in construction and civil engineering. The refreshed brand needed to reflect strength, trust, and the quality of its work as a high-profile player in their sector.

The company’s leadership wanted to hire a marketing company with a talented team who could handle all facets of this multi-faceted project so they wouldn’t have to work with multiple vendors. When they started engaging with Andy Bush from Bush Marketing, a partnership developed that would take MSL in the direction it needed to go.

“Corporate rebrands can always pose significant challenges. However, when you partner with the right development team they can also reap huge rewards. We were excited at the opportunity to help MSL with integrated solutions that would help them reach their objectives.”

Bush Marketing’s Solution for MSL

After discussing the project with MSL, Andy presented the company with a detailed, easy-to-read proposal that listed the Bush Marketing solution , along with clear timelines and expectations. 

Once the proposal was accepted, the Bush Marketing team got to work on the following tasks:

Brand Development

Our branding experts worked diligently to help establish the company’s new name, MSL, which was a streamlined acronym already used by the industry. The brand development phase also included a refreshed brand colour scheme and a new logo with a tagline that perfectly encapsulated the new direction. 

Website Design & Development

Central to the successful rebrand was designing and developing a beautiful, fully functional website that reflected the new brand image. The website featured an easy-to-use menu for simple navigation, conversion-optimized calls-to-action, and efficient performance on both desktop and mobile, creating an exceptional customer experience.

Corporate Messaging & Content Writing

Our content team worked closely with MSL to craft messaging that aligned perfectly with the company’s values, mission, and goals. The customized content strategy included keyword-rich headings, leadership profiles, case studies, and MSL’s unique value proposition. All content was written in MSL’s refreshed brand voice, employing an authoritative, plain-language tone for maximum engagement.


The new website was completely optimized for maximum searchability, helping MSL garner sustainable web traffic and generate new customer leads.

Corporate Video

Bush Marketing produced a two-minute corporate video that highlights MSL’s services, projects, and mission. The production process included scriptwriting, on-screen text generation, colour correction, narration, and more. Watch the video here. 

Digital Brochure

We also created two branded, full-colour digital brochures detailing MSL’s services, case studies, leadership profiles, and much more. The brochures employed bright, crisp imagery and condensed text for easy browsing.

Press Release

Our content team developed a compelling press release to announce the company rebrand, complete with leadership quotes, MSL’s story, and follow-up contact information.

Social Media

Bush Marketing revamped MSL’s entire social media presence on Twitter and LinkedIn with new accounts and a progressive growth strategy, including custom images, posts, and hashtag development. The posts are designed for maximum engagement and high visibility, helping to spread MSL’s unique service offerings across both channels.

"We’re very pleased and excited with the outcome and look forward to enjoying a long-term relationship with Bush Marketing.”

The Results

Bush Marketing delivered its corporate rebranding and digital marketing solution on time, within budget, and to the client’s total satisfaction. Everyone on the team exceeded expectations in both service levels and the quality of the work.

“The MSL project and our ongoing marketing support are further evidence of our team’s ability to collaborate with our clients to introduce something completely new and exciting to the marketplace. We’re thrilled that MSL is pleased with our work and look forward to helping them take a bigger share of the construction industry.”


Bush Marketing continues to fulfill MSL’s digital marketing needs with effective solutions to nurture progressive, organic growth. These strategies include ongoing social media marketing, monthly industry blog generation, and a targeted e-newsletter.

With Bush Marketing on its side, MSL can continue to expect quality solutions and exceptional service from a growth partner committed to its success.

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Since 2008, Bush Marketing has been helping businesses succeed with effective strategies that focus on growth. Get in touch with us today to learn how we can help you reach your business goals.